Making a Comeback

In an effort to better understand and explain the workings of communication and the media, over 80 years ago media scholars introduced what they labeled the magic bullet theory. This theory of mass communication introduced the notion that mass media wields great influence over its audiences. According to the theory, if an entity sends out the right kind of a message, then it will in all likelihood influence the masses who are exposed to it. An example of the magic bullet in-action the scholars at the time pointed to was the great success of the Nazi party regarding their use of radio to generate greater support among the people.

It did not take long, however, before scholars began rethinking this thoery. Their conclusion was that theory was wrong. It, researchers suggested, supposed that people were unable ot resist appeals of high quality, thus making them weak-willed. As a result, the magic bullet theory was replaced by other theories that introduced different perspectives on the workings of mass communication. One of these latter theories, the agenda-setting hypothesis, suggests that the magic bullet theory either may not have been that far off-base or is now making a comeback. This theory, introduced in 1960s, puts forth the notion that the mass media tells people not what to think but what to think about.

Puitting the two theories side-by-side, both depict the mass media as being a very powerful and, yes, influential entity that does hold sway over all of us who depend upon it for information, news, and even guidance. In essence, we place great trust in the media even taking into account certain aspects of the media that may be biased or not of high quality. Does this, then, still present us as being weak-willed when it comes to allowing ourselves to be influenced by the media? If so, has there been a time when we the masses have been not been manipulated by the media? Perhaps we ought to rethink our relationship with the media.